NEW YORK:The Big Four broadcast networks again had smaller audiences last week when compared to the same period a year ago. ABC, CBS, Fox and NBC had fewer total households tuning in for the week ending July 5, as well as fewer people 18-49, according to Wachovia’s weekly “Who’s Watching” report.
Wachovia’s ad market update: “While last week it appeared that the broadcast upfront was breaking, now it seems to have hit another bump in the road, with buyers and sellers again at an impasse over pricing. Even though the broadcast nets have eased their demands on pricing, the current bid/ask spread will likely mean upfront negotiations will continue to drag well into July. CBS continues to ask for flat to up, but a more negotiable stance from FOX/ABC may make that a challenge.”
-- Disney (ABC): Prime-time average household (HH) rating was -10 percent for total HHs and -6 percent for P18-49. STD avg. audience was -8 percent for both.
-- CBS (CBS): PT avg. HH rating was -3 percent for total HHs and -11 percent for P18-49. STD avg. audience was +7 percent and +2 percent, respectively.
-- News Corp (Fox): PT avg. HH rating was -20 percent for total HHs and -25 percent for P18-49. STD avg. audience was -16 percent and -19 percent, respectively.
-- GE (NBC): PT avg. HH rating was -12 percent for total HHs and -15 percent for P18-49. STD avg. audience was -10 percent and -5 percent, respectively.
-- Viacom:
BET PT avg. audience was +60 percent for P2+ and +66 percent for P25-54. STD avg. audience was +21 percent for P2+ and +24 percent for P25-54.
Comedy Central PT avg. audience was -14 percent for P2+ and -11 percent for P25-54. STD avg. audience was flat and -3 percent, respectively.
MTV PT avg. audience was -20 percent for P2+ and -8 percent for P25-54. STD avg. audience was -22 percent and -12 percent, respectively.
VH1 PT avg. audience was +9 percent for P2+ and +2 percent for P25-54. STD avg. audience was -3 percent and -2 percent, respectively.
Nickelodeon PT avg. audience was +7 percent for P2+ and +9 percent for P2-11. STD avg. audience was +8 percent and +9 percent, respectively.
-- Discovery:
Discovery Channel PT avg. audience was +15 percent for P2+ and +12 percent for P25-54. STD avg. audience was +6 percent for both.
The Learning Channel PT avg. audience was +59 percent for P2+ and +52 percent for P25-54. STD avg. audience was +12 percent and +5 percent, respectively.
Animal Planet PT avg. audience was flat for P2+ and +22 percent for P25-54. STD avg. audience was +6 percent and +16 percent, respectively.
-- Scripps:
HGTV PT avg. audience was +8 percent for P2+ and +2 percent for P25-54. STD PT avg. audience was +2 percent and -1 percent, respectively. STD total day avg. audience was -2 percent for P2+ and -1 percent for P25-54.
Food Network PT avg. audience was +25 percent for P2+ and +19 percent for P25-54. STD PT avg. audience was +16 percent for P2+ and +15 percent for P25-54. STD total day avg. audience was +9 percent for P2+ and +7 percent for P25-54.
-- Disney:
ESPN PT avg. audience was -20 percent for P2+ and -23 percent for P25-54. STD avg. audience was flat for both.
Disney Channel PT avg. audience was +16 percent for P2+ and +16 percent for P2-11. STD avg. audience was -5 percent for both.
-- News Corp.:
Fox News Channel PT avg. audience was +33 percent for P2+ and +55 percent for P25-54. STD avg. audience was +45 percent and +52 percent respectively.
F/X PT avg. audience was +7 percent for P2+ and +9 percent for P25-54. STD avg. audience was +4 percent for P2+ and +5 percent for P25-54.
National Geographic PT avg. audience was -1 percent for P2+ and P25-54. STD avg. audience was +12 percent and +9 percent, respectively.
-- Deborah D. McAdams
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